This article was published in the January 2012 edition of “Affaires Automobiles” magazine (french version of Canadian Auto Dealer).
Some of you are still asking yourselves that very question, while others wonder how to invest intelligently and get the most out of it in terms of accessibility, attractiveness or even uniqueness. Here are 10 good reasons that just might convince you.
1. Right place, right time
Being in the right place at the right time is crucial, whether an Internet user is conducting a broad search (i.e. “dealer” + brand) or looking for something specific (i.e. brand + model + year). In fact, most searches start out on the Internet, and your presence during the buying process increases your chances of being considered at the actual time of purchase.
2. Attract new clients
The Internet’s capacity to generate new clients is enormous. A search engine optimized site will attract new clients. By convincing these consumers online, you can incite them to visit your showroom and potentially turn them into clients.
3. Support brand experience and image
Have you recently renovated your facilities? Is your showroom clean and well laid out? Have you taken the time to wax and buff your vehicles? You’ve carefully considered the impact your dealership will have, so why do anything differently online?
4. Stand out online and in person
Without a differentiator, there’s nothing to prevent your potential clients from looking elsewhere. Do you know how to stand out online with a site designed specifically for your clients, a site that answers their questions and offers tools to make their search easier? You need to highlight what distinguishes you from your competitors, such as your services and in-house promotions.
5. You site is your first showroom
As opposed to your dealership, your website is open 24 hours a day, 7 days a week, 365 days a year. Before visiting your dealership, potential clients will check out your website for initial information. You need qualified personnel to attract potential clients to your dealership and showroom.
6. Manage your inventory, promotions and requests online
You need the right tools to manage your site on a daily basis, have good control of your used vehicle inventory and save time without sacrificing quality. The answer is quality services and high-performance sites that allow you to emphasize your strengths.
7. Communicate and establish a relationship
Your site showcases your dealership and enables you to promote the products and services you offer as well as your current promotions. The philosophy, offers, programs and services you present in your dealership must be reflected on your site and in your responses to online requests.
8. Create client contacts
Consumers who visit your site are looking for information and want to know about your promotions and special offers and compare them with others. It’s crucial to offer them an intuitive online experience and content that answers their questions.
9. Establish loyalty
Once clients have bought their cars, you hope they’ll come back for their scheduled maintenance, to buy tires, parts and accessories and, eventually, even to trade in their used vehicle for a new model. Loyal clients are more profitable, but you need the right equipment to maintain that relationship.
10. Create opportunities, increase profits
A quality website is the best investment with a quantifiable return, as it allows you to generate new leads, clients and dealership visits. Your site is an incredible source of sales opportunities and thus profits. Without an optimized, engaging and effective website, you’ll miss out on a lot of sales.